It is a digital video ad that HP released on 30th October 2018, just one week before Diwali under its

#TuJashnBan campaign, Umeed ka Diya. The video strikes an emotional cord to emphasise the need
to buy products from local artisans and street vendors during Diwali. The ad which has a message of
'Go Local' is winning hearts and making people cry since it is released.

The three-minute clip is created by Autumn Worldwide, shows the story of a child’s genuine concern
for a street vendor, that is ‘Amma’ whose efforts to sell ‘diyas’ is not receiving good response. To
help ‘Amma’, the child design and print posters with her image and diyas that she is selling with the
help of HP notebook and printer, urging people to buy ‘diyas’ from her. This leads to increased
footfall which helps ‘Amma’ to sell all her ‘diyas’.

The video starts with an elderly woman that is Amma trying to sell her diyas. Customers choose
walking past her but; she catches the attention of a 9-year-old boy. The 9 year old boy urges his
mother to buy something and when she refuses to buy, he goes and buys diyas on his own and after
buying the diyas He wishes Amma 'Happy Diwali', but she says she can't celebrate till all the diyas are
sold out.

Moved by the woman's helplessness, the kid decides to make a difference. He make posters for her
using HP notebook and printer. The poster had a photo of amma with a phrase “Amma ki Diwali
happy banao, jaa ke unse diye le aao”. He then distribute these posters in his colony, gave them to
his neighbours and as a result, all the Amma’s diyas were sold. Small actions go a long way in
cheering someoneThe entire clip has a very emotional and beautiful poem being recited in the
background that connects to the audience.

And the beautiful part of the video is that the Amma realizes what the kid did for her only at the end
of the clip.

The ad resonates the message — One small step taken by all of us can bring along a big
difference in someone else’s Diwali’ and encourages the viewers to support the street
vendors.

The entire video has atmosphere of Diwali preparation going on as there are led lights all
around the community and streets, people are out there on the street for the Diwali shopping.
And the way the entire video unfolds with beautiful narration of the scene in the background,
it gives the viewer’s Goosebumps.

And as HP said “tu jash ban kisi ki zindagi ka”.

The necessity of a childlike innocence to help the local street vendors is marvellously captured in this
short video. The message HP looks to spread through this film is 'go local’
The video has been released on various digital platforms of HP India. It went viral with over 2.3
million views and more than 60 thousand shares on HP India social platforms alone in just two days
after its release.
HP India also put concerted efforts to promote the local street vendors by creating awareness
through newspaper inserts, carrying their photo with the address. In addition to this, some of the
major HP world stores lighted up by the ‘diyas’ purchased from street vendors.

Diwali is the time when people go out of their homes or go online to do lots of shopping. So, it’s
obvious that brands want to use this period to go all in with their communication strategies and lure
their customers to make a purchase. Some brands are choosing direct marketing in their
advertisements while some brands are striking a chord with their customers by building an
emotional connect. HP’s Diwali campaign, ‘Umeed ka diya’ is one good example of how to make
viewers think high of the brand without hard selling the product but subtly asking viewers in the end
to #GoLocal. After all, who doesn’t love good stories!

it becomes evident that many people nowadays consider such things as obsolete and would rather
go with more sturdy and reliable items that are not as brittle as mud trinkets.

Those who commented on the video praised HP for touching a chord with the clip and reminding
them to make someone's Diwali brighter.

On Twitter too, the video became a talking point with the trend #TuJashnBan prompting many
reactions.

The ad has very realistic appeal, the way video has been shot is kind of a reality check for most of us
as it is evident in the ad that many people nowadays consider such things as obsolete and would
rather go with more sturdy and reliable items that are not as brittle as mud trinkets. The song
playing in the background and the video is in such a way it connects to the audience on another
level, the level where they have tears in their eyes at the ends. The ad reminds most of us that by
such small action we can make someone’s Diwali brighter. And as HP intended to spread the
message of ‘Go Local’, telling people to buy from these local vendors rather than from big, fancy
shops so that these local vendors can also have lights and sweets at their home to celebrate Diwali.
It might be a small thing for us (buying diyas from them), but for them it is everything, it is the only
source through which they can buy sweets for their children; they will have money to buy fuel to
light up their homes. #GoLocal truly upholds the fact that small actions go a long way in making a
big difference in someone’s life.

After the video got viral many celebrities twitted about it and supported the ‘go local’ movement.
“Probably the best ad to have come out of India in years. HP’s Diwali film has shaken me to
tears. Simply beautiful . And a message that I will take to heart. Let’s #GoLocal this Diwali
folks!” by Apurva Asrani (Screenwriter). Like this there were many tweets and posts by the
celebrities giving air to the Go Local movement.

The celebration of Diwali; the festival of lights has become more about bursting
imported Chinese firecrackers and less about lighting traditional earthen lamps
these days. However, like a ray of hope shining in the darkness, the HP India has
taken the onus of changing this trend for the better. With Diwali just a week
away, #Golacal this Diwali started trending on social media platform like Twitter,
Facebook urging people to purchase handcrafted, eco-friendly earthen lamps and
help the potters of India make brisk business during the festival time.

The Kumhars or potter community of India look forward to this time of the year,
hoping to sell more wares than usual. However, their profit has been increasingly
dipping over the past few years, with a slump in demand coupled with a higher
price of raw materials. Most homes are now choosing mass-produced plastic and
glass wares instead of handcrafted earthen lamps to light up their homes during
Diwali. However, potters have observed a shift in this trend, possibly with
increased awareness to go for eco-friendly India-made alternatives. Earlier,
Chinese lights had caused a slowdown in the demand of earthen lamps but the
traditional ways are making a comeback. Hopefully, the trend will continue and
we will keep on supporting these local artisans.
“Support the street vendors, our lights brighten their homes too. #TuJashnBan kisi ki zindagi
ka," writes HP India while sharing the video.